Conscious - Email marketing

Email Marketing

What is email marketing?

• Regular communication to your clients• To stay in contact and re-engage with lapsed

clients• To drive a specific “call to action”• Event invitations, event follow ups• Very cost effective in tough market conditions

like we have at the moment• What audiences?

Audiences

Deliverability

• Take care with subject lines• Do not email from your own Exchange Server

if more than 500 recipients• Clean up bounces• Beware the 5% threshold with 3rd party email

services

EU Cookie Directive

• Although mainly about cookies, it’s actually about ALL privacy and tracking issues

• You need to think carefully about whether tracking “opens” and “click thrus” is in breach

• The guidance from the ICO does not even touch on email marketing

Personalisation

Dear Client,

Dear Mr & Mrs Smith,

Dear Bob,Dear A,

Dear A. Smith (Dec’d),Dear ,

Dear Mr David & Ms Jane Gilroy & Collas

How to save money!

• Law Updates - Andersons Solicitors Business Newsletter – July 2012

• A year in the life: expansion, cake and zombies!

• Last chance to boo!• Your Monthly Legal Update (April/May 2013) • I’m just going to come out and say it!• Weekly News• Could You Survive Without a Job?• Ten Tips for Nurturing your Way to Increased

Sales

Content Design

• Yes, of course your subject matter area!• That’s not what gets read• Make it human, talk about people• Offer a way of interacting with your firm by

drawing people to the website :-– Competitions– Win– Free

• Talk about more than what you do, talk about who you are

• “Funny Bit at the End”

Newsletter Design

Tracking Opens

Privacy Protection

Tracking Clicks

Privacy Protection

Other email marketing

http://www.conscious.co.uk/presentations